OK, web 2.0 is now officially part of the mainstream, as the Wall Street Journal reveals The Secrets of Marketing in a Web 2.0 World!
So, the CMOs in companies of all sizes will now embrace social media, social networks, blogs etc. and know how to effectively deal with all things 2.0? Not so fast, I still have my doubts that this is the reality. There is still too much one way communication going on and attempts to control the message rather than enter the conversation, too many calls for traditional bottom line measurements of ROI and effectiveness when engaging in the social sphere. The recent stories about disappointing results of social media advertising have shown that the old yard sticks don't apply in this new web 2.0 environment of customer empowerment, combine with low tolerance for marketing speak. One old marketing principle still applies - present the right message, to the right audience at the right moment. When people are engaged in social networks and social media that is usually not the right moment. Those are not secrets, just comment sense marketing.
The innovators have been using web 2.0 effectively for a number of years now and while the mainstream of corporate marketers are catching up, these companies, usually small and nimble, are already moving to the next phase of the web - the smart web, where semantics are added into the mix, data talks to data and the web becomes an ever more useful tool making it easier for the empowered and connected consumer to stay informed about products and services that are relevant to them and to make smart decisions about them. While web 2.0 is now established, welcome to web 3.0